Objective vs. Goals

What is goal setting?

Goals, Objectives, OKRs?

"Goals," "Objectives," and "OKRs" are distinct yet often confused terms in a company's strategic framework. "Goals" are long-term aspirations, while "Objectives" are specific, measurable steps derived from goals. "OKRs" (Objectives and Key Results) add quantifiable outcomes to objectives. To establish clarity, your strategic architecture links high-level goals and strategies to employee actions, ensuring alignment and focus throughout the organization. This "pyramid" enhances transparency, accountability, and collaboration, driving the company toward its mission.

What are yearly OKRs? What are annual OKRs?

"OKRs" (Objectives and Key Results) offer a structured approach, emphasising the quantifiable outcomes necessary to meet longer term goals. OKR goals need to have a certain cadence to be set, reviewed, reflected and set again for the next cadence. A typical rhythm for OKRs  is a quarter. But you also can add also formulate your yearly goals in the format of OKRs, meaning a few Objectives with a a few distinct, quantifiable Key Results. As the format and writing style is like an OKR, these are called yearly or annual OKRs. The format of your yearly goals is optional - most importantly they are easy to follow and understand, measurable and concrete. 

Company goals vs. team goals

Company goals are overarching objectives that define the direction and aspirations of the entire organization. These goals encapsulate the broader vision, mission, and strategic priorities that guide the company's growth and success. They often span longer timeframes and are typically set at the executive or leadership level. Company goals serve as a unifying force, aligning different departments and teams toward a common purpose, and they reflect the organization's strategic focus, such as revenue targets, market expansion, or product innovation.


Team goals, in contrast, are more specific and tailored to individual departments or functional groups within the company. These goals are designed to achieve a particular outcome within a defined period. Team goals break down the larger company objectives into actionable and measurable steps that are directly relevant to the team's responsibilities. They provide teams with a clear sense of direction, priorities, and performance expectations. Unlike company goals, team goals are often shorter-term and can vary based on the unique functions and contributions of each team.

What are OKR goals?

OKRs stand for Objectives and Key Results.


Objectives stand for a few priorities or themes which give direction. Your objectives answer the question "Where do we want to go?". You should have 3 or 4, not more.  Objectives are descriptive and provide context. They are not measurable. 


Key Results stand for measurable results and describe success. You should have 3 or 4 per Objective. The sum of your Key Results answer the question "Do we know that we have arrived?". Key Results are ambitious and are set based on assumptions. 


Actions and Initiatives stand for all the things we are doing in order to reach the OKRs. These are tasks, todo's, Sprints and planned or documented in different sorts of tools and methods. They answer the question " what are we doing to get there?".

What are Moals?

Moals are just a fancy word creation and not used in an international context of the OKR methodology. What's meant with this phantasy word are long term goals, such as yearly company goals. 

Matrix Themes

About the author

Hannes Albrecht
A true pioneer in OKRs. Keynote speaker for OKRs, goals and result-based leadership. Specialised in enabling C-Levels and Management Teams to use OKRs successfully in order to execute strategy with radical focus. Experienced Manager with international background in various industries. Based near munich, Germany.

more info


Hannes Albrecht

Phone: +491729733253

eMail: hello@how-to-okr.com

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